Most subscription-based services deliver other companies’ products straight to customers’ homes, but Birchbox thinks its consumers are ready for something else.
On Wednesday (Oct. 14), Bloomberg Business reported that the cosmetics delivery startup will be launching its own product line. Called “Love of Color,” or LOC for short, the line will include lipstick and eye shadow retailing anywhere from $22 to $49. The individual products will be smaller in size, primarily to allow customers to keep up with changing styles, Birchbox explained. CEO Katia Beauchamp told Bloomberg that the LOC line has been a long time coming for Birchbox.
“We’ve been working closely with so many of our brands for many years with product development,” Beauchamp said. “We saw an opportunity that we thought was interesting in color.”
Birchbox is no stranger to how eCommerce works, which is why the company has partnered with social media influencers to widen its consumer base, Mashable reported. In fact, Birchbox worked with Tati Westbrook, a YouTube beauty vlogger who runs the GlamLifeGuru channel with more than 700,000 subscribers.
While starting its own product line may seem like a departure for Birchbox, Bloomberg noted that it’s not that rare for a beauty and cosmetics retailer to offer its own items in a bid to increase profit margins, especially the razor-thin ones eCommerce retailers must contend with. Sephora, Ulta and Bluemercury all have their own branded products, which means the big concern for Birchbox isn’t selling LOC items but rather breaking through competitors who got into the space first.
Beauchamp said that Birchbox is considering opening a second product line come 2016, though she didn’t offer details on what might be included in another label. If LOC proves a success, though, more Birchbox-branded cosmetics should follow.